IQOS Terea

Philip Morris Limited (PML) has unveiled Heatwave Open, which it describes as a cutting-edge digital trade engagement platform designed to bolster online support for convenience retailers stocking IQOS, the world’s number one heated tobacco device (PML global ests).

The unveiling coincides with a significant milestone for the company, as PML recently announced that IQOS has surpassed Marlboro in total global net revenues, establishing itself as PML’s leading international nicotine brand.

Exclusively available to retailers enrolled in PML’s Heatwave Open programme, the platform serves as the sole channel for retailers to order IQOS ILUMA, the latest advancement in tobacco heating technology introduced in the UK last year. Retailers can also buy TEREA - the tobacco sticks used exclusively with the IQOS ILUMA device - alongside PML’s broader range of smoke-free products.

Heatwave Open provides a range of support services, educational tools and reward schemes to help retailers get the most out of stocking PML’s smoke-free portfolio. Enhancements include a gamification feature to drive engagement, offering instant rewards upon completion of various activities such as participating in the Watch & Win campaign and completing quizzes and tasks through the Level Up challenge.

Moreover, the platform offers peer-to-peer guidance through the ‘IQOS ICONS’ section, featuring brief, informative videos from standout IQOS sales achievers. PML says these videos provide valuable insights into product information, sales strategies and the advantages of stocking IQOS ILUMA and TEREA.